Tap Dancing With The Media

They can be your best friends or your worst enemies.  You can revel in their limelight, or be embarrassed by what they reveal to the public.  They are the media.  Television, newspapers, radio, magazines and now the Internet influence the thoughts and ultimately the actions of people around the globe.  They are so powerful that in totalitarian countries, the party that controls the media is considered to be in control of the people.

Through their portrayal of events, people and issues, the power of the media can both consciously and unconsciously shape perceptions and influence opinions. Those in the public eye live and die by the sword of a cutting commentary or the slashing of a negative editorial. The fine art of clearly conveying your beliefs on public issues can result in the acceptance of your public or corporate policies, or their demise.  For those in the public spotlight, who depend on the support of the masses in order to accomplish their jobs, knowledge of and the ability to work with the media are of the utmost importance.

Incumbent and potential elected officials, corporate leaders and directors of significant charitable organizations as well as others whose jobs involve being in the public eye, should prepare themselves to be the focus of more media attention in the coming years. Media trends are leaning heavily toward the splintering of news programming, both globally and locally.  New news choices are being created for cable customers that focus on neighborhood news.  For prospective candidates, combine his newfound scrutiny with term limit laws in many states, which are sending many lawmakers into office for the first time and you have the potential for multiple public relations debacles. High profile civic leaders, whether corporate or organizational, are also in the crosshairs of the new locally focused media.

Why have the media turned so much of their attention to local news? Quite simply, decisions about local events create information that directly affects a community’s quality of life. A discussion about taxes, the disposition of garbage fees, human rights ordinances, zoning issues, corporate activities or relocations and a charitable organizations financial activity will often evoke more emotional response than most national news.